Executive Club loyalty cards are Club Membership’s main visible component. Each Club attracts a different mindset; our brief was to strengthen Members’ resonance with each category’s separate values. To do this, we needed to visually clarify what each of the cards actually means.

To help our Cards resonate with separate genres of traveller, we used a range of different creative approaches: Andy Grimshaw (himself a Silver member) made Silver Club Cards with dynamic, moving light trails.

In the UK, the rating for collecting tier points on BA flights has gone up by 33%. By December, 9 out of 10 UK Premium Members (and 7 out of 10 Blue tier members) were aware of the re-launch. Best of all, Executive Club enrolment has gone up by more than 10%, compared to last year.